Purpose- This study investigates customers’ perceptions of the service quality facets of Airbnb
accommodation using social exchange theory as a suitable conceptual framework to explain
aspects of interactivity between guests and hosts.
Design/methodology/approach- A self-administered questionnaire consisting of 25
accommodation- specific service quality attributes, structured according to Akbaba’s (2006)
measurement scale and based on the service quality hierarchical conceptualization described by
Brady and Cronin (2001) and Cronin and Taylor (1992), was distributed to Airbnb international
guests visiting Phuket, Thailand. The sample was chosen through a two-stage sampling process
and the PLS-SEM technique was used for data analysis.
Findings- The results showed that convenience and assurance are critical contributors to the
measurement of service quality in remote Airbnb lodgings. The findings further revealed that
Airbnb guests are mainly interested in lodgings which have access to certain tourist sights, and in easily accessible information and efficient resolution of problems during their stay. We also
found that guests greatly value the convenience and flexibility offered by Airbnb, and that they
particularly appreciate the warm hospitality provided by the hosts. Finally, Airbnb guests have
very low expectations of the amenities and services available at the lodgings.
Research limitations/implications-Airbnb is one of the most well-known examples of
hospitality in the sharing economy and results cannot be generalized to similar accommodation
providers in sharing economies. Despite the appropriateness of using the measurement tool
provided by Akbaba (2006), it is only one option among others for measuring service quality.
Practical implications- The current study can assist hosts in gaining better knowledge of guests’
decision making processes and in designing effective marketing strategies by focusing on guests’
requirements in terms of service quality. The effective use of competitive strengths and the
prioritization of business resources would potentially enhance guests’ positive experiences at the
accommodation and at the destination.
Originality/value-Limited numbers of studies have focused on the sharing economy and
hospitality and in particular on Airbnb and this is the first study with a focus on service quality
issues in terms of Airbnb accommodation.